Tiger, Tiger burning not so bright.

"Tiger, Tiger, turning right
In the middle of the night
What immortal hand or wedge
Could frame thy Cadillac in a hedge"

NG with apologies to William Blake

The recent "incident" has to be the PR disaster of the decade. And just before the forgettable "noughties" end. Once again it confirms the fact that you or your company needs to be in control of your messaging. If you leave it to others, be they competitors, the marketplace, even the tabloids, you will come out of it the worse for wear.

Quite how IMG, one of the most respected ( if also reviled) agents in the world of sports let this story grow and grow without "getting in front of it" is amazing to me and to numerous PR professionals I have discussed it with.

It is ironic that one of Tiger's favorite golf course expressions is "it's all out in front ot you" when referring to a course. Well, Tiger this was one story you needed to be in front of. Now, you and IMG are chasing the proverbial Tiger's Tail. And the tale is getting longer.